In the article, “The Psychology of Color in Marketing and Branding”, Gregory Ciotti explains how different colors are used throughout advertisement to persuade the customer or sway their thoughts in a certain direction. Ciotii describes how snap judgments are often based on color. Different marketing companies use certain colors to make their company seem appealing to the consumer without the consumer looking into the company at all. Different colors are assigned to certain traits and “personalities” of a brand. He also explains how color preference can be based on gender. More deep colors, such as deep blue, are used in products for men and pastel colors are often used for female products.
The article link can be found below:
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